New eco-friendly products are showing a surprising trend: smaller fanfare, and in some cases, no price increase.

Glad Products Company has a new line of trash bags made with 6.5 percent less plastic than before, estimated to save enough plastic each year to cover all of Manhattan. But the product ads, while emphasizing the reduction in plastic and increased resiliency of the new bags, will be understated and realistic rather than sensationalizing the purchase of a "greener" product.

" ‘Every small step makes a difference’ is an internal motto we use here," said Cheryl Hagedorn, Glad green marketing manager.

And perhaps even more importantly, the new Glad bags will not be more expensive than previous versions.